Social Media Marketing

The social media marketing community on BrightTALK is composed of thousands of engaged social media professionals. Learn about social selling, B2B social media and social media marketing for businesses with live and on-demand webinars presented by industry leaders. Fine tune your social media marketing strategy by participating in live webinars and round table discussions.

The goal for marketers is to present the right advertising message to the right person at the right time - no matter whether a person is surfing social media, watching television, checking their mobile phone or walking into a store. This becomes more and more difficult as media consumption is ever-changing. Furthermore, while we need to keep different communication methods in mind and optimise our messaging for the medium, we should also approach consumers holistically, understanding that they are who they are on mobile devices, in their cars listening to the radio, or while watching television.

In addition to dissecting the typical consumer and their media consumption, we’ll discuss how this new world order requires complete cohesion between brands, their advertising and media agencies - all the while supported by smart, real-time market research. This presentation will focus on the consumers' role in that ecosystem and their ability to recognise and internalise the messages they are sent.

The Modern Marketing Experience offers an unprecedented opportunity to gain insights at a single premier event presented by Oracle. Experts in marketing automation, social marketing, content marketing, and big data will present you with the strategies and tactics you need to make modern marketing succeed in your organization. Engage with BrightTALK at MME15!

You've just learned that your CMS vendor has been acquired. Don't panic. Be prepared. Create an action plan that will guide you and your team through the uncertainty and to an informed decision that's best for your company.

You’re probably asking a few questions:
- What about the product roadmap they just showed me? Is it still valid?
- What does this mean for our website update?
- Who do we turn to for technical support?
- What's the impact on our relationship with our service provider?

Your CMS is the foundation for your website, so we know that this can be a time of stress, uncertainty, and misinformation. That’s why we've brought Cathy McKnight to the rescue. Cathy is a co-founder and the Vice President of Consulting at Digital Clarity Group, and has advised numerous clients who faced precisely this scenario. In this DNN webinar, Cathy covers:

- Immediate next steps
- How to weigh your options
- Strategic advice on migrating your CMS to a new vendor (if necessary)

Join Cathy to learn how to address your current (or future) situation.

Analytics are key to making your company agile, and to making better market, customer, and competitive decisions. An analytics center of excellence provides the company with valuable insights, protects privacy and brand reputation, and guides the prioritization and selection of opportunities for greatest growth. Join Laura Patterson in a discussion about:

· How an Analytics Center of Excellence make a difference to the company, customers, marketing

· What is an Analytics Center of Excellence, establishing its purpose, and creating the vision

· The key functions and capabilities needed

· The journey’s key stages, associated challenges, and what do you need to do to get to the next step

· What metrics you should select to measure the value and impact of an Analytics Center of Excellence

Want to grow your social media team by the hundreds or thousands? Employee advocacy is the solution that leading brands are investing in to raise brand awareness, drive sales leads and better engage their employees. However, to set up your employee advocacy program for success, you’ll need more than just the social media team’s support.

Learn how leading companies achieve internal buy-in to launch an employee advocacy program, how to make a business case for adoption and the company-wide benefits of employee advocacy.

Testing is a key element of any marketing initiative and is often reiterated through the common mantra ‘Test it, test it again and finally test it’. User Acceptance Testing (UAT) of a new marketing solution is critical in the success and capability of your marketing efforts, so how is this approached and when do you know you have succeeded or not?

In this session, Jim Roberts will look at the key elements and approach to the testing and validation of a marketing solution. He will explore the best approach, the key elements to consider, and how to determine a successful test.

This webinar will be presented by Grant Johnson, VP of Strategy at ClickMail and Brian Steacy, Regional Director at Adestra. Grant and Brian will look at these two key marketing tactics and explain how they can form the basis of a successful marketing program.

You’ll learn more about:

The importance of email marketing
How to make sure your emails get in your subscribers inboxes
Ways to grab the attention of your recipients
The growing influence of content marketing
How to build content that engages your audience
Testing to optimize your customer journeys

A complete report on the current state of cost, payback and return within marketing technology.

In this edition of the State of Marketing Technology, we look at the total cost of ownership across the most popular martech categories and show the ROI attributable to each of them.

Which categories and tools provide the biggest return, and which are a waste of money?

Which are the most expensive to own?

Which tools might be best suited to your size of organization, and which should you discount from your selection criteria?

And how do ROI levels change during different stages of marketing and sales?

We also look at different approaches to marketing technology management, including insights on the shift from on-premise to cloud-based solutions, and uncover the reality of how many marketing technology projects fail to return on their investment.

One size doesn’t fit all when it comes to marketing automation solutions for your company. It must be tailored to your goals as a team and as a company. Knowing what features and how each solution can alter your results is the first step.

Join Michael as he takes a deep dive into how to find the best marketing automation solution for your marketing team and learn why an educated buyer is the best consumer.

Investing a lot in content marketing? Make every pound count by ensuring you’re using every persuasion technique in town to encourage prospects to click, share, download and sign up. You don’t need design or technical support – just word power. We’ll share a host of case studies and examples showing how a few simple copy optimisation tricks could make you a content marketing hero.

1. develop a messaging strategy based on "mobile moments"
2. intelligently message your guests "in the moment" based off where they are in their shopper journey
2. leverage a users context: where they are, where they’ve been, what they like and how they want to receive messages
3. use targeting to boost mobile message response rates four to seven times greater than non-targeted messages

Smart marketers know that all audiences are not created equal. While it can be beneficial for branding to reach a mass audience, if the goal is to sell products and services, it’s critical to speak to the people who hold the purse strings—and to the people who influence the people who hold the purse strings. In today’s B2B buying cycle, there are often multiple buyers, any of whom may or may not control the budget allocated for a given purchase. And yet, without buy-in from those stakeholders, the sale will never close.

Join us for am information-packed webinar to learn more about how to identify and appeal to everyone who might impact a buying decision. Melanie Turek, Vice President of Research for Frost & Sullivan will explain why the buying decision-making process is changing, and present data on how best to reach out to multiple influencers.

Think about it - your customers have a very intimate relationship with their mobiles. Beware!

It’s amazing how many marketers still enthuse about their “mobile first” approach to digital. Sure, many of you will have over half your web traffic from mobile devices, and most of your social engagement of smartphones.
But what about the unique mobile customer?

Drawing on case studies from Amazon, Clever Cards, FT.com, Selfridges and Starbucks, this 45 minute session looks at how to deliver the best mobile customer experience in your sector.

- Create a great first impression - any screen, any time, any place
- Wow the early adopters - win the hearts & minds of your greatest fans and resellers
- Develop exceptional UX - across sites, apps
- Make it personal, keep them coming back for more - across the whole customer journey

Hear how Hilton Hotels, Adobe and Dell have launched successful Employee Advocacy Programs to achieve key business results. The case studies will include organizational adoption challenges, lessons learned, popular content employees like to share, plus how to sustain the program through rewards and recognitions.

You know your employees are your best brand advocate. You want to help them engage with your customers. How will you tie an employee advocacy program back to revenue? This case study will define how to build your employee advocacy program to amplify paid asset, earn additional marketing reach, drive to your owned content, and ultimately deliver ROI.

Events matter. Join Heidi as she breaks down the modern conference and what you need to do as a brand to be successful at them.

She’ll cover how in-person engagement can drastically change your future pipe, as well as, your existing customers’ experience with your brand. Including, what events do for your brand image, the challenges every business faces at events, and Marketo’s success secrets.

Investment in trade shows and B2B events presents an unparalleled opportunity in social. From influencer relations to lead generation, social activity in and around your real life marketing delivers results.

Our experience with IBM, Motorola Solutions, Thomson Reuters and more reveals that the secret to success is in the planning. So join us to find out how best to plan, what resources you need for real-time communication and what results you should expect.

In 2015, marketers will be challenged to think more strategically about the content they produce and how it is leveraged to drive demand for their business. With the abundance of information at the buyer’s disposal, webinars have become a critical tactic for converting prospects further down the education and buying cycle. Yet, the art and science of a successful webinar program is evolving rapidly.

The insights from the 2015 BrightTALK Webinar Benchmarks Report were generated from the thousands of webinars on the BrightTALK platform in the past year. This data-intensive webinar will include highlights from the report and discuss a number of easy-to-implement strategies for driving demand with webinar programs, including:

- How to plan webinar promotions
- What to expect during a live webinar
- Which features are driving the most engagement
- How to utilize webinar data to convert leads to opportunities

With consumers expecting more from brands to tempt them to engage, and the explosion in smartphones as a key communication channel, marketers need to adapt their current strategies to win.

3radical are teaming up with Forrester Research to present a webinar on the current hot topic of how "Gamification of Mobile Marketing" can deliver a competitive advantage to brands.

Mike Talbot Chief Visionary and Rusty Warner, Principal Analyst at Forrester Research, will cover topics including :
- Why is mobile a strategic channel for brands in the world of the connected consumer?
- How does gamification and contextual relevance drive consumer engagement?

They will also bring the information to life with :
- Expert best practice tips and advice on how brands can develop a winning mobile gamification strategy
- Examples of how brands are succesfully driving consumer engagement with mobile gamification

If digital marketers have one goal, it is to reach customers at the points along the purchase path that most influence their buying decisions. A unclear purchase path can rapidly decrease conversions and result in billions of dollars in lost revenue. So, how can marketers find out why customers are leaving their sites without buying?

Marketing, meet UX testing. Understanding why customers make certain decisions across different devices – and being able to see and hear where they get confused or frustrated – is the first step to identifying barriers to success and opportunities to increase conversions.

In this presentation, after running hundreds of thousands of usability tests, Stef Miller will share her unique findings as well as present case studies exemplifying how even small usability fixes can generate a big impact. Forrester Research estimated 50% of potential sales are lost because users can't find information. For example, StubHub recently uncovered a
critical roadblock in their purchase path by simply listening to and watching users interact with the site. Discovering that a critical page was buried in an ambiguous link led them to make a change that dramatically boosted conversion rates and resulted in millions of dollars in extra revenue.

75% of B2B Buyers report using social media as part of the buying process and over 40% of salespeople say they’ve closed between two and five deals as a result of social media. Social selling works.

But you need the buy in of sales teams - they are your biggest opportunity to reach customers! So how do you solve the challenge of involving sales with social media? Katy Howell at immediate future will share best practice working across large global organisations and UK teams.

Join the webinar for exclusive insight into:

•Meeting the challenges of adopting social selling
•From first steps in social to delivering ROI: How to set your social selling framework
•Making sharing content simple and putting social at the heart of your funnel marketing

Want to understand what Mobile Gamification is and how your brand can leverage it to drive more business? Then watch our brief introductory video which explains the key challenges marketers face today and how the 3radical platform addresses them.

Modern marketers need leads like humans need food and water. We all buy leads from multiple sources to ensure we can provide our sales teams enough marketing-qualified leads (MQLs) to hit their revenue targets. But how do you ensure those leads are qualified enough to become an MQL? In this webinar, we'll share best practices for mining your leads into MQL golden nuggets.

In recent years, changes in the buyer’s journey have had an enormous impact on marketers. The shift from outbound to inbound marketing has forced marketers to prioritize tactics like content marketing and search engine optimization over advertisements and cold calls to most effectively generate quality leads. The question is, what’s working and what is outdated?

In this webinar, our panel of experts will discuss and debunk five of the most popular myths about lead generation:

1. Social media is ineffective for lead generation
2. New leads are immediately ready to be contacted
3. Webinars are a tired lead generation tactic
4. Lead quantity is more important than lead quality
5. Marketing qualified leads are unnecessary

Almost all Lead Generation messages are aimed at the conscious mind. But since humans function 99% SUBconsciously, these messages are meaningless to them. In this presentation attendees will learn how to create Lead Generation messages that activate the subconscious mind, so they get opened, read and responded to at dramatically higher rates then conventional messages.

SEO has changed. It's less technical and much closer related to marketing - Content Marketing, in particular. The websites that win create compelling content with their audience in mind. Join us as we explore the evolution of SEO and the critical role content plays in search engine rankings.

Michael Peggs is the founder of Marccx Media, a content marketing agency where content attracts clients. Before Marcxx, Peggs worked at Google in business development, forming digital media and advertising partnerships. He is also a blogger and podcaster, hosting the iTunes Top 10 New & Noteworthy podcast You University - The Personal Branding Podcast.